Today, online content and social engagement make a massive impact on consumer buying and spending. Marketers create content with the intent of persuading and engaging with their customers, but today, customers want a lot more than content that’s clearly an ad in disguise. No matter what you sell, a positive recommendation from a public figure or social media celebrity that people trust can have a much better result than the most engaging video demonstration or your most engaging blog posts. And while there’s absolutely no reason to stop creating content, backing it up with social media influencers can take your brand to the next level. Here are some key things to look for when searching for the right influencer for your brand.
Before you take a look at followers, unique visitors, engagement levels, and other metrics, it’s important to consider how relevant an influencer is to your brand. What kind of content do they create? It’s crucial to make sure that their content is aligned with your message; do this by looking through their past content and getting an insight into the interactions that they have with their customers. Just because somebody posts recipes do not mean they’ll be a good fit for any food brand, and it’s important to find an influencer who uses a voice that can easily become a part of your brand personality.
Many business owners make the mistake of thinking that an influencer has to have millions of followers to be effective, but this is not always the case. In fact, an influencer with just a few thousand followers can have a major impact on your brand if those followers are highly engaged. Just because somebody has millions of followers does not mean that every single one of those followers will engage with them or take their recommendations on board. It’s also important to consider which social platforms your customers are likely to visit and choose an influencer with a wide reach on the most relevant ones.
As mentioned earlier, follower numbers mean nothing if the influencer is not highly engaged with those followers. Do their followers respond to their content? Are there lots of shares and comments? What percentage of followers are engaging with them on a regular basis compared to followers who barely engage at all, if ever? Some influencers are minor celebrities, so they are likely to have lots of followers – but this doesn’t mean that they will engage with their content.
Building a Relationship:
Once you have identified some potential influencers, it’s important to build a relationship with them which will help you get a better idea of how working with them will go. You can use Nuwber to find out more about the influencer and get contact details such as their email address to get in touch. Don’t approach an influencer with a sales pitch straight away – work on promoting their content and getting to know them before deciding if they are going to be the best fit for your brand. Bear in mind that many influencers are choosy about the brands that they represent, so it might be important to them to get to know your brand a little better before they make a decision.
Today, social media influencers are often key to a successful marketing plan.